Online advertising: Internet overtaking Television?
Online advertising is set to “overtake tv” in spending amounts. Part of this may be due to a general fall in advertising expenditure. The BBC article has an very on point quote from a UK marketing director “To set them up in competition is a mistake and misses their complementary relationship.”
DDB UK discusses TV and Internet advertising. The accompanying video is more of a plug for the VW GTI than an in depth discussion but certainly worth a watch for Mr. Fox’s insight (and recommended like videos).
The BBC also has an breakdown of great online ads an analysis of overall campaign effectiveness would be great interest.
A recent piece (the specific source to be updated later, I believe NPR? eludes me) pointed out that buying advertising for an episode of the Simpsons on Hulu was significantly more expensive than doing so during it’s network premiere. This wouldn’t necessarily be an indicator of effectiveness but rather taking into account the limited advertising space and likelihood that audiences will stay tuned (it’s not as easy to DVR past Hulu’s ads).
This may also be in large part due to budget cuts and the perceived notion of the internet being more economical to conduct a campaign. Things will get far more interesting when the two mediums are properly integrated. Using TV to spur interest in an ARG and translating that into a dedicated brand following would be ace.
J. Ewan Van Dijkhorst